Communication: the exchange of messages (verbal/non-verbal) between a sender and a receiver—

which can be mediated or non-mediated.

Key Words:

 Sender/receiver
 Meaning
 Channel
 Encode/decode
 Goals

Uncertainty Reduction Theory: when we enter a situation with the unknown, we want to reduce anxiety
+ uncertainty. It drives us toward other people and makes us want to communicate with others

Ex) starting with small talk with someone in order to reduce that unknown

Social Exchange Theory: there’s a cost/reward to the relationship and engaging with them

Magic Bullet Theory: if media sends a message, it impacts receiver right away

Ex) news cast (radio) in 60’s about aliens that instilled fear almost immediately – “War of the
Worlds”

Similarity Theory: we gravitate toward those we are similar to

Politeness Theory: letting others save face, not wanting to be bothered

Narcoticizing Theory: thinking that by reading, liking, and talking about an issue, you’re actually helping
the situation

Attribution Theory: halo effect  people who are attractive and good people, we are more apt to help
and therefore feel good about ourselves